Myanmar is still facing challenges related to nutrition, including prevalent health issues like anemia, stunting, and wasting. Anemia, specifically, is acknowledged as a public health concern in the country. Simultaneously, the incidence of non-communicable diseases such as obesity, hypertension, and diabetes is on the rise, contributing to increased morbidity and mortality. Myanmar exhibits a high per capita consumption of rice, making healthy rice a culturally adaptable solution to address its nutrition-related health challenges. Therefore, this study seeks to investigate the factors influencing the choice of healthy rice among Myanmar rice consumers. Data for this study were collected from 481 rice consumers in Nay Pyi Taw, the capital of Myanmar, between September and October 2023. Descriptive statistics, t-test, chi-square test, and binomial logit model were employed to achieve the study objectives. Only 18% of rice consumers reported choosing healthy rice. Several factors drive rice consumers to choose healthy rice, including the education level of the respondent, the presence of children or elderly household members, household monthly income, knowledge score, and habitual health-related behaviour score. While knowledge significantly influences consumption, its impact is mediated by factors such as income. Therefore, targeted knowledge-sharing programs should prioritize medium-income group consumers with vulnerable households for optimal effectiveness. The habitual health-related behaviour score showed a highly significant association with healthy rice consumption, emphasizing the need to promote good health habits, such as exercise routines, by providing facilities and creating environments conducive to physical activities, given the currently limited access in Myanmar.